WISP 2.0: How To Make the Subscriber Experience Your Competitive Differentiator

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Delivering an exceptional subscriber experience is key to wireless internet service providers (WISPs) retaining and acquiring subscribers in this new era of heightened competition. As new entrants emerge on several fronts, either deploying fixed wireless access (FWA) networks or faster fiber, it’s time for those WISPs who have concentrated largely on the engineering side of the business to reinvent themselves as a subscriber-first provider. This requires a move away from a “dumb pipe” strategy—providing basic connectivity to subscribers—to focusing on how the subscriber engages with their broadband service in the home.

This all starts with a managed Wi-Fi model whereby subscribers effectively outsource the management of their Wi-Fi to their provider—the WISP—who handles all the tasks that subscribers frequently struggle with. From setup and troubleshooting to security management and network optimization, the subscriber has complete peace of mind in the security and reliability of their home experience. Managed Wi-Fi can help you proactively identify issues before your subscribers are affected, manage these issues remoted without rolling trucks, and spot trends in your reporting to ensure the network is working correctly. These benefits ease the burden on your team, but they also significantly improve subscriber satisfaction.

By establishing a superior subscriber experience strategy, WISPs can create a virtuous circle that will insulate them from increasing competitive threats and ensure future success:

Prevent churn to rival networks. Satisfied subscribers are less likely to look elsewhere, making subscriber retention key to long-term growth.
Build brand loyalty. Satisfied subscribers are not only less likely to churn, but they’re also likely to develop deep attachments to the brand.
Leverage loyalty to create brand ambassadors. Loyal customers will be the source of positive online reviews and referrals.
Establish a premium brand reputation. Brand ambassadors help WISPs build reputations based on service excellence that will give your service a competitive edge.

The number of U.S. WISP subscribers is forecast to rise from 6.9 million at the end of 2020 to 12.7 million by the end of 2025. This expansion is being fueled by government support, favorable regulatory conditions, technology maturation, and strong consumer demand, making it an attractive proposition for larger Tier 1 players.

Winning the hearts and minds of these subscribers, who face a widening range of broadband options, is therefore critical for the viability of WISPs. WISPs must find ways to differentiate themselves and focus on the key things subscribers value in their broadband service. This strategy rests on deploying a managed Wi-Fi model that can become a platform for service innovation, network optimization, and advanced customer care.

Learn how Calix can help WISPs implement a winning subscriber experience strategy in the eBook, “Winning the Broadband Race: Unlocking Success for WISPs Using Subscriber-Centric Strategies.”

By Susan Higgins

Senior Marketing Manager, Segment Marketing

Susan Higgins is the senior marketing manager, segment marketing at Calix. Susan supports the wireless ISP (WISP) segment and brings over 25 years of experience in telecommunications, focusing on communications, market research, strategy, and sales enablement. Before Calix, Susan worked for Frontier Communications, Verizon Wholesale, and Sprint. Susan holds a B.A. in mathematics and psychology, an MBA in B2B marketing, a professional diploma in customer experience, and is a certified digital marketing professional (AMA+DMI).